JWT Singapore conjures up an anti-indulgence guru for Pizza Hut

ASIA-PACIFIC – SINGAPORE, OCTOBER 26, 2010-To introduce Pizza Hut’s Cheesy 7 Pizza, JWT Singapore launched an unconventional integrated campaign across traditional and social media.

 

Over the past three weeks, a quack motivational speaker who calls himself The Guru, has gone around propagating an anti-indulgence campaign to the very people who love to indulge-Pizza Hut Singapore’s Facebook fans.

 

The guru’s antics, which can be viewed on the Tumblr site Beware of Indulgence, were carried out both online via self-made videos, web-banner and Facebook hijacks, as well as offline around Singapore.

 

Ed Cheong, JWT Singapore Creative Group Head stated, "As the pizza was sheer indulgence, we wanted to create a campaign that not only encouraged the enjoyment of it, but also to remind people that in this organic-diet world we live in,  it’s silly to deprive yourself of some pleasures."

 

All elements of the campaign lead to a Facebook app promotional challenge, which kicked off on October 25 with the unveiling of ‘The Guru.’ The challenge invites people to solve the guru’s mysterious motive while also asking fans to participate in choosing a deserved ‘Cheesy Payback’ for his mischievous acts. The winning payback will be announced in November 2010.

 

Juliana Lim, Pizza Hut Singapore Marketing Director, said, "We are very delighted that response has been overwhelming for this pizza and sales have surpassed last year by over 20%."

 

CREDITS:

Executive Creative Director: Jun Fukawa

Creative Group Head: Ed Cheong

Art Director: Mo Chong

Copywriter: Chew Hui Chin

Planner: Gino Borromeo, Lydia Daly

Producer: Frances Tan

Account Executives: Aimai Ong, Jaslyn Lam

Director: Roslee Yusof

Production Company: Freeflow Productions

Post-Production: Freeflow Productions/VHQ

Editor: Spencer Wong

Editing House: Freeflow Productions

Media Agency: Mindshare – Group M